Internet and advertising E-Commerce Course 5 Internet and advertising

1- Is internet just a media like others?

The role of various media Attention Interest radio Print signs Direct Marketing Television Action Source: Steve Golberg Microsoft

The role of various media Attention Interest radio Print signs Direct Marketing Internet Television Action Source: Steve Golberg Microsoft

Basic measurement techniques Hits Hits/audit Audit with profile Clickstream (visits) Time spent on a site Purchases

Advanced measurement techniques No of visits versus Unique visitors Cookies Electronic Passport All of the above techniques give more and more info about the profile of visitors

2- How do you make money with advertising on the net?

It is harder than ever to finance a site only with ads

Many players but few profitable ones

In 1999 75% of all ad revenus were made on 10 sites Vs. 68% in 1998 Source (iAB)

But as more and more consumers are seeking and know about specialized sites Market segmentation Media fragmentation become a reality

What about rates?

Various methods barter 8% Active or passive banner (CPM) 58% Sponsor 29% Referral 6% (Could go up to 53% by 2004)

Examples http://home.netscape.com/ads/usrates.html